2022 EXPERIENTIAL MARKETING PREDICTIONS

Predicting #experientiallife in 2022 is about reading where consumers are headed, not where brand marketing currently resides. Because when it comes to Experiential Marketing, the bold brands who embrace its effectiveness always are a step ahead of the conventional. And in a never-ending-pandemic world, consumers are behaving in emotional ways that really are shaking up lives. The Great Resignation is no joke, as it represents a philosophy resonating right now that screams: "I want to live a great life, filled with wonderful memories and unforgettable experiences." That is a common thought and it will result in an uncommon experiential scene.

THE ATTENTON ECONOMY EXPERTS - No marketing channel understands the Attention Economy better than experiential marketing. Time is finite to everyone. Consumers want to give their attention to things that bring them joy: family & social time, going to events, and partaking in memorable experiences. Brands that recognize the Attention Economy and seek to be part of or even create positive moments will benefit in 2022 rather than interfering with consumer attention.

NFT'S OMG - Technology plays in 2022 will boost traditional experiential offerings, driven by 3 magical letters: N-F-T. Consumers will follow a great journey crafted by a brand, but they now want to do so in ways that make them feel like they are first, like they are special, like they are owners. Experiential programs will integrate NFT’s in various ways. But the boldest ones will enable consumers to participate in ways to have a chance at ownership. Examples: a wall mural, a song recorded at an event, a piece of art, a video clip from an event, etc.

NEW GEN CONTENT CREATORS - Live events are like diamond mines when it comes to great content. Still, beyond some basic recap videos or generic brand social crossover, the spirit of the experience is rarely captured. But the trend that swept youth sports is now gonna get hot in the experiential world: video content creators armed with high-quality handhelds will document the scene in ways that make the footage pop! The key is that the person behind the camera has to have the same energy and the passion as those being captured. Why have an amazing consumer brand event just to be captured in a boring way?

VIRTUAL NO GO - Virtual events or even hybrid events are still generating industry noise as 2022 starts. Don’t be fooled. They are weak in terms of audience and even worse in terms of engagement. Unless you are running a crossover in Fortnite or something with insane built-in community participation, your real stats will be very low. We sat in over 100 virtual events in 2021, and they were virtually empty. Whether it was a concert with a high-end production in a closed studio, a conference with remote panelists, or a virtual film fest screening, the attendance and participation figures were tiny. And the juice? The excitement? The energy? Flat. People don’t want virtual. Brands don’t want it, either. That 2021 trend faces reality this year.???

HIGH SCHOOLERS ARE STARS - Nike, Gatorade, ESPN, Roblox, Vans, Coca-Cola, Under Armour … these are not just some of the hottest brands in the USA and biggest believers in experiential life. They also all happen to focus major attention on high school. The power of high schoolers is Hulk’ish right now, driven by their embrace of new tech that shapes pop culture. High school is its own universe, a special place that bold brands want to live in. So what is the trend here as it relates to experiential marketing? HS life will be targeted by more and more brands this year, not just the early explorers who first went chasing high school sports.?

EVENTS DELIVERED WITH EASE - Is it possible for people to order a brand experience to be delivered to their door? Why not?! The explosion of things-to-be-ordered is not slowing down. If a meal can come through DoorDash, a dog can be walked through Rover, then consumers surely can have an experience brought to them as well. Bold brands will enable consumers to check out some form of product or service, then have it come to life in ways much bigger than a box on the stoop. Example? How about Bud Light beach parties complete with towels, cooler and volleyball net all brought to you and your friends hanging in the yard? Maybe Foot Locker sets a portable store at a local basketball court so players can check out the gear on-demand?

TOWNS WELCOME EXPERIENCES - Truth: a major hindrance for marketers are local municipalities who deny permits for events. But recently, more cities + towns have been open to hosting brand events. Why? 1) they need funds; 2) consumers really like the experiences; & 3) there has been a cultural shift embracing companies who provide events of value to local residents (concerts, drive-ins, fests, etc.). We expect to encounter more and more welcoming city officials in 2022, helping to pave the way for better access to key spots in metros.????

GIFTING ELEVATED BY EXPERIENTIAL APPROACH - Gifting was elevated to new levels in the pandemic. And brands were cut off from consumers. This means that brands will turn to gifting to deliver to their target audience (whether that is a crowd member at a festival or a major business client) something they will love and cherish for a long time. The online gifting platforms top vendors have created will be tapped into by experiential designers to come up with high-quality goodies custom-produced for the recipients live or delivered later. Laser-etched Yeti bottles, stitched flip-flops, tag-sewn Gore-tex gloves … this is not some cheapo generic corporate branded t-shirt.

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tags: #attentioneconomy #contentcreator #nft #experiential #eventmarketing #gifting #liveevents #b2c #fests #